The sheer volume of content available online means that many businesses and agencies are struggling to compete, to reach their audience and present their experience, expertise and insights to the people they want to see it – their potential customers and clients.
Producing great organic content is still an extremely important element of any inbound marketing strategy, but digital marketing is changing at a dramatic pace, with new trends proving to be more effective at reaching a wider audience than traditional approaches, and one of these is Facebook Marketing.
Social media has always been a great way to promote your business, your website and your blog, as this bufferapp blog explains, and Facebook is at the summit of effectiveness at the moment.
However, just as organic content in your blog and on your website may not be getting you the results you want, regardless of how great that content is, organic reach on Facebook is also in decline, as outlined in this boosterberg.com article.
Those organic reach targets will have been hit harder with Facebook’s latest changes to its newsfeed, whereby Mr Zuckerberg aims to bring more community-based, personally relevant content to its users, rather than messages from brands or businesses. What it comes down to is the unavoidable fact that in order to reach your audience on Facebook, you’re going to have to pay for it.
Luther Vandross and Janet Jackson were wrong: the best things in life are definitely not free, and any marketer worth his salt knows that if you want something that works, you have to put your hand in your pocket.
Social media platform advertising has been helping digital marketers build awareness and generate leads by increasing visits, clicks and conversions for quite a while now, but Facebook is really coming into its own.
Those disgruntled by the fact that they have to pay to reach their audience can find comfort in the fact that Facebook is a lot cheaper than other platforms, while delivering better results. The reasons include:
- An unrivalled audience – Facebook has more than 1billion daily active users
- Time spent – users spend almost an hour every day on Facebook, according to The Guardian
- Targeted marketing – there are numerous ways to target the right people at the right time with the right message on Facebook (the holy grail of inbound marketing). For example, location, demographic, age, gender, interests, behaviour, income bracket, etc
Facebook Ads is also very user-friendly, and its main positives include:
- Easy campaign tracking
- Immediate increase in traffic
- Control over daily budgets and PPC
- Strong ROI
- Can reach consumers early, highlighting their challenges and pain points before they even realise them, while also subtly reaching those actively looking for solutions
- Perfect for video and image use
- The best technology available (more of that later)
Facebook Ads for B2B Marketing
While it has been proven to be useful in B2C marketing, Facebook Ads can also be extremely effective in the B2B arena, as this blog from HubSpot points out.
B2B buyers are now more than ever using mobile devices to do their research, and with most Facebook users using smartphones to access the platform, it’s no surprise that the social media giant has its fingers well and truly in that pie.
As a result, reaching that valuable B2B audience has never been easier, or more effective. A couple of clicks can bring your audience to the sign-up page for your next event, or to your industry-leading thought-piece, your blog on the main challenges businesses face, or an outline of your services.
One of the key trends of inbound marketing in 2018 is that forms are on their way out – people just don’t want to fill them in anymore – and with Facebook Lead Ads, pre-populated data cuts out that tedious step, and can result in huge increases in conversion rates.
Harnessing Facebook Technology to Reach Inbound Success
The technology used in Facebook Ads is designed in a way to make it simple to integrate into your inbound marketing strategy, building your Ads around your goals to give you the results you want.
Lookalike Audiences, for example, is a pretty neat trick. Going beyond targeting the contacts in your database, their friends and visitors to your website, it uses machine learning to help you find people similar to them, ie, people who may also be interested in what you have to say and offer. That means you can reach out to people at the very start of their buyer journey, and get a headstart on the competition.
From its position at the top of the social media advertising pile, Facebook looks like it is keen to innovate and avail of the changing trends in online behaviour – something that businesses and inbound agencies can also jump on board with.
The rise of video is well-documented, and Facebook is going big in its investment in this medium, declaring that by 2020 the majority of content on the social platform will be video. This shift in focus will almost certainly bring innovation and creativity when it comes to video ads, so now is the time to get on board with this and use it in your inbound strategy.
Facebook Messenger is also going to be a big part of digital marketing best practices, with the B2B sector joining the modern trend of messaging as the number one form of communication. Those that consider investing in prominently placing their messenger bot in front of their target audience may be making a very smart move indeed.
The beauty of using Facebook for your social media promotion and ads is that, if you are a HubSpot user, Facebook Ads is now fully integrated into your platform, and can provide automatic, accurate reporting on ROI for all your endeavours.
It’s simple to use, will enable you to increase your B2B inbound strategy, keeps improving, and brings great ROI, so the question is not so much whether you should be using Facebook Ads, but when you can start.
We’ll be discussing Facebook Marketing in more detail in the coming weeks, so stay tuned to our blog.
In the meantime, find out what Facebook Ads can do for your business by booking a call with our resident expert: